Marketing the best deal in town ; your library: where is your purple owl?
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Chandos
2008
|
| Ausgabe: | 1. publ. in Great Britain |
| Schriftenreihe: | Chandos information professional series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index Includes bibliographical references and index |
| Beschreibung: | XVII, 218 S. Ill. 24 cm |
Internformat
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| 245 | 1 | 0 | |a Marketing the best deal in town ; your library |b where is your purple owl? |c Nancy Rossiter |
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| 500 | |a Includes index | ||
| 500 | |a Includes bibliographical references and index | ||
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Datensatz im Suchindex
| _version_ | 1804137689199411200 |
|---|---|
| adam_text | Contents
Acknowledgements
xiii
Introduction
xv
About the author
xvii
1
Why market libraries?
1
Introduction
1
Problems
1
Reasons for marketing library services
3
Navigating the obstacles
5
Suggestions for further reading
11
Notes
11
2
The language of marketing
13
Introduction
13
What is marketing?
13
The
4
Ps of marketing
14
The promotional mix
20
Linking marketing with mission
29
Notes
33
3
Innovation
101 35
Introduction
35
What is innovation?
35
The state of management innovation
36
vii
I Marketing the Best Deal in Town: Your Library
Create a purple cow
41
Lessons from bookstores
42
The stickiness factor
42
Made to stick
43
Innovative libraries
44
Notes
46
4
Trends
49
Introduction
49
Cocooning
50
Clanning
50
Fantasy adventure
52
Small indulgences
54
Anchoring
54
99
lives
55
Cashing out
56
Trends from the library world
56
Notes
58
5
Purple cows, free prizes, and Moogle, oh my!
61
Introduction
61
Don t have a cow, man, have a Purple Cow!
62
Are your library services very good?
63
The US Postal Service
64
Otaku
66
The problem with compromise
66
Is your library more boring than salt?
67
Where is your library s free prize?
68
If it ain t broke, don t fix it
70
If the USPScan do it
...
70
Notes
71
viii
Contents
6
Finding the
$$$ 73
Introduction
73
Power
73
Ask questions
74
Ask obligating questions
74
Let them pee on your idea
75
People don t like to say no
75
Dare them to improve your idea
76
Acknowledge the status quo
76
Build a prototype
77
The gimme cap
77
Notes
78
7
Market research
79
Introduction
79
Definition of market research
80
Importance of conducting market research
80
The market research process
81
Additional resources
89
Notes
90
8
Branding
91
Introduction
91
What is a brand?
91
History
93
Creating a brand
95
Branding your library
96
Notes
99
9
Buzz
101
Introduction
101
Buzz defined
102
ix
I Marketing the Best Deal in Town: Your Library
The buzz on buzz
102
Buzz or stealth marketing?
106
WOM
112
Additional resources
114
Notes
114
10
Marketing to women
117
Introduction
117
Library user statistics
117
It s a woman s world
119
Has your library EVE-olved?
121
Notes
127
11
Marketing to Millenials
129
Introduction
129
Background
129
Issues and concerns
130
Features
134
Related issues
135
Alternatives
137
Relevance
138
Conclusions
139
The future
-
the impact of change and what lies ahead
140
Notes
143
12
Marketing yourself
145
Introduction
145
Are you remarkable?
145
Find your inner hedgehog
148
Be a Fred
149
Brand yourself
152
Package yourself
155
Contents
Notes 156
Conclusion
159
Epilogue
161
Free prizes
163
Appendices
165
1
Case study: Marketing academic libraries
165
2
Case study: Marketing a public library
181
3
Selected sample exercise answers
193
4
Sample marketing plan
203
Index
213
xl
|
| adam_txt |
Contents
Acknowledgements
xiii
Introduction
xv
About the author
xvii
1
Why market libraries?
1
Introduction
1
Problems
1
Reasons for marketing library services
3
Navigating the obstacles
5
Suggestions for further reading
11
Notes
11
2
The language of marketing
13
Introduction
13
What is marketing?
13
The
4
Ps of marketing
14
The promotional mix
20
Linking marketing with mission
29
Notes
33
3
Innovation
101 35
Introduction
35
What is innovation?
35
The state of management innovation
36
vii
I Marketing the Best Deal in Town: Your Library
Create a 'purple cow'
41
Lessons from bookstores
42
The stickiness factor
42
Made to stick
43
Innovative libraries
44
Notes
46
4
Trends
49
Introduction
49
Cocooning
50
Clanning
50
Fantasy adventure
52
Small indulgences
54
Anchoring
54
99
lives
55
Cashing out
56
Trends from the library world
56
Notes
58
5
Purple cows, free prizes, and Moogle, oh my!
61
Introduction
61
Don't have a cow, man, have a Purple Cow!
62
Are your library services very good?
63
The US Postal Service
64
Otaku
66
The problem with compromise
66
Is your library more boring than salt?
67
Where is your library's free prize?
68
If it ain't broke, don't fix it
70
If the USPScan do it
.
70
Notes
71
viii
Contents
6
Finding the
$$$ 73
Introduction
73
Power
73
Ask questions
74
Ask obligating questions
74
Let them pee on your idea
75
People don't like to say 'no'
75
Dare them to improve your idea
76
Acknowledge the status quo
76
Build a prototype
77
The gimme cap
77
Notes
78
7
Market research
79
Introduction
79
Definition of market research
80
Importance of conducting market research
80
The market research process
81
Additional resources
89
Notes
90
8
Branding
91
Introduction
91
What is a brand?
91
History
93
Creating a brand
95
Branding your library
96
Notes
99
9
Buzz
101
Introduction
101
Buzz defined
102
ix
I Marketing the Best Deal in Town: Your Library
The buzz on buzz
102
Buzz or stealth marketing?
106
WOM
112
Additional resources
114
Notes
114
10
Marketing to women
117
Introduction
117
Library user statistics
117
It's a woman's world
119
Has your library EVE-olved?
121
Notes
127
11
Marketing to Millenials
129
Introduction
129
Background
129
Issues and concerns
130
Features
134
Related issues
135
Alternatives
137
Relevance
138
Conclusions
139
The future
-
the impact of change and what lies ahead
140
Notes
143
12
Marketing yourself
145
Introduction
145
Are you remarkable?
145
Find your inner hedgehog
148
Be a Fred
149
Brand yourself
152
Package yourself
155
Contents
Notes 156
Conclusion
159
Epilogue
161
Free prizes
163
Appendices
165
1
Case study: Marketing academic libraries
165
2
Case study: Marketing a public library
181
3
Selected sample exercise answers
193
4
Sample marketing plan
203
Index
213
xl |
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| spelling | Rossiter, Nancy Verfasser aut Marketing the best deal in town ; your library where is your purple owl? Nancy Rossiter 1. publ. in Great Britain Oxford [u.a.] Chandos 2008 XVII, 218 S. Ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Chandos information professional series Includes index Includes bibliographical references and index Libraries / Marketing Bibliothèques - Marketing Libraries Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Bibliothek (DE-588)4006439-6 gnd rswk-swf Bibliothek (DE-588)4006439-6 s Marketing (DE-588)4037589-4 s DE-604 Digitalisierung BSBMuenchen application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016521623&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rossiter, Nancy Marketing the best deal in town ; your library where is your purple owl? Libraries / Marketing Bibliothèques - Marketing Libraries Marketing Marketing (DE-588)4037589-4 gnd Bibliothek (DE-588)4006439-6 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4006439-6 |
| title | Marketing the best deal in town ; your library where is your purple owl? |
| title_auth | Marketing the best deal in town ; your library where is your purple owl? |
| title_exact_search | Marketing the best deal in town ; your library where is your purple owl? |
| title_exact_search_txtP | Marketing the best deal in town ; your library where is your purple owl? |
| title_full | Marketing the best deal in town ; your library where is your purple owl? Nancy Rossiter |
| title_fullStr | Marketing the best deal in town ; your library where is your purple owl? Nancy Rossiter |
| title_full_unstemmed | Marketing the best deal in town ; your library where is your purple owl? Nancy Rossiter |
| title_short | Marketing the best deal in town ; your library |
| title_sort | marketing the best deal in town your library where is your purple owl |
| title_sub | where is your purple owl? |
| topic | Libraries / Marketing Bibliothèques - Marketing Libraries Marketing Marketing (DE-588)4037589-4 gnd Bibliothek (DE-588)4006439-6 gnd |
| topic_facet | Libraries / Marketing Bibliothèques - Marketing Libraries Marketing Marketing Bibliothek |
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